The chief marketing officer at a major technology provider recently voiced concerns that I’ve heard from several other CMOs: “Our customers have gotten way ahead of our sales efforts. Too often, we’re not even getting invited to the dance.” This tech company’s website, like many others, overflows with information about product features but offers few perspectives about how the products truly solve customers’ problems.
Social Media Works for B2B Sales, Too
The old procurement cycle has broken down.
January 04, 2016
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Marketing Essentials Course
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Learn how to communicate with your customers—strategically.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.